The author studied the effect of two different social media communication on brand equity and brand purchase intention. A total of 504 data sets were generated through a standardized online-survey and analysed with structural equation modeling. The results of the empirical study showed that both firm-created and user-generated social media communication influenced brand equity, consequently impacting brand purchase intention. This study also investigated the direct and indirect effects of social media communication on brand purchase intention. The results show that there is a partial mediation across firm-created social media communication and purchase intention; and a full mediation across user-generated social media communication and purchase intention. This study also offers insights for brand and marketing managers.
Autorzy
Informacje dodatkowe
- Kategoria
- Aktywność konferencyjna
- Typ
- publikacja w wydawnictwie zbiorowym recenzowanym (także w materiałach konferencyjnych)
- Język
- angielski
- Rok wydania
- 2013
